Lighting Industry

7 Ways To Grow Your Commercial Lighting Business


Here are 7 time-tested approaches to growing a commercial lighting business:

  1. Create a go-to-market plan to add a new product category, service, or to expand into a new channel of distribution.
  2. Try lead generation (lead gen) using digital automation.
  3. Produce a monthly press release and distribute it to your primary customer trade press.
  4. Produce a monthly email newsletter with valuable content, to your existing customers and prospects, or another type of direct email marketing campaign.
  5. Create a disciplined, actionable plan for customer prospecting and contact list building.
  6. Continuously improve your website, sales collateral, spec sheets, and other technical marketing materials. Don’t get complacent!
  7. Create a thought leadership strategy that can include activities such as: submitting call-for-speaker abstracts, publishing white papers of high value to your primary customer, applying for relevant industry awards, have your CEO and/or sales leader volunteer for highly visible roles in customer associations, and author high value trade press articles to your primary customer.

If you would like assistance applying any of these seven growth strategies to your commercial lighting business, email me at .



author avatar
David Shiller
David Shiller is the Publisher of LightNOW, and President of Lighting Solution Development, a North American consulting firm providing business development services to advanced lighting manufacturers. The ALA awarded David the Pillar of the Industry Award. David has co-chaired ALA’s Engineering Committee since 2010. David established MaxLite’s OEM component sales into a multi-million dollar division. He invented GU24 lamps while leading ENERGY STAR lighting programs for the US EPA. David has been published in leading lighting publications, including LD+A, enLIGHTenment Magazine, LEDs Magazine, and more.


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